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[英文調查報告書]

英國砂糖及人工甜味劑市場：2007年

Sugar and Artificial Sweeteners - UK - January 2007

商品編碼 : 49584

出版日期 : 2007/01

此出版品為英文撰寫

Abstract

The market for sugar and artificial sweeteners in the UK is in long-term decline in volume terms, due to the growth in consumers avoiding sugar - the mainstay sector in this market. However, tonnage is declining significantly as a result of the greater concern among consumers about their eating habits as well as a decline in the consumption of hot drinks and cold breakfast cereals. In the artificial sweeteners sector, volume sales have remained static since 2003 and in 2006 market value collapsed due to stringent cuts in RSPs.

Issues in the Market
Introduction
Hypothesis/story
Definition
Major themes of report
Market in Brief
Caster glance at the market
But healthy eating is hitting sugar sales
And the value of the artificial sweetener market has collapsed
But it' s not all bad news
Distribution changes affecting brand share
Changing demographic map changing market dynamics
No let-up in the immediate future
Healthy but wise
A sweeter future for healthier products
Internal Market Environment
Mixed fortunes for "sweetening occasions"
Fewer people having hot drinks
- Figure 1: Consumption of hot drinks in the last 12 months, 2002-06
Fewer people eating cold breakfast cereals
But more people eating hot cereals
- Figure 2: Consumption of breakfast cereal in the last 12 months, 2002-06
Limiting the number of sweetening occasions at breakfast
Are there opportunities for sugar and sweeteners around hot cereals?
Home baking
- Figure 3: UK market for home baking products, 2001-06
Different sugars needed
Growth in the number of consumers avoiding sugar
- Figure 4: The number of people with diabetes in the UK, 1996-2010
Obesity -- the consumer' s response:
A rise in those trying to slim...
...and a rise in healthy eaters
- Figure 5: Agreement with the statement ' I avoid sugar' by agreement with selected lifestyle statements on diet & health, 2006 (Column %)
Growing number of ethical consumers
- Figure 6: Agreement with the statements ' It' s worth paying more for organic food' and ' I buy fair trade products when available' , 2002-06
Broader Market Environment
AB socio-economic status growing
- Figure 7: Changes in socio-economic status, 2001-06
Health concerns
An older consumer base ...but is it a wiser one?
- Figure 8: Changes in the UK demographic profile, by age, 2001-06
Reform of the EU sugar regime
Worry about profitability
Competitive Context
Alternative sweeteners popularity has risen with GI diets
Xylitol
Sweetening with honey is becoming mainstream
Using fruit instead of sugar
Fructose sugars
Fruit sugars
Agave Nectar
Strengths and Weaknesses in the Market
Sugar
Artificial sweeteners
Market Value and Forecast
- Figure 9: UK retail volume and value sales of sugar and artificial sweeteners, 2001-06
Market performance determined by the sugar sector
A spoonful of EDLP helps the value go down
- Figure 10: UK retail value sales of sugar and artificial sweeteners, by sector, 2002-06
Contradicting the health trends
Figure 11: UK retail volume sales of sugar and artificial sweeteners, by sector, 2002-06
More equals less
The future
Forecast
Struggling sales forecast
- Figure 12: Forecast of the UK market for sugar and artificial sweeteners, by value, 2006-11
- Figure 13: Forecast of the UK market for sugar and artificial sweeteners, by volume, 2006-11
Dissolving sugar sales
Changes to the EU sugar regime...
... will force manufacturer to develop niche premium segments
Changing the image of the artificial sweeteners sector is essential
Greater number of slimmer should sustain growth
Factors used in the forecast
Segment Performance
Sugar
- Figure 14: UK retail volume and value sales of sugar, 2001-06
Dissolving volumes
Fairtrade growing faster than organic
- Figure 15: UK retail value sales of sugar, by type, 2002-06
Speciality sugars shoring up market value
White granulated
Caster sugar
Demerara
Brown sugars
Icing sugar
Golden granulated
Low calorie sugar
Artificial sweeteners
- Figure 16: UK retail sales of artificial sweeteners, 2001-06
Imploding values
Sweetening agents
- Figure 17: Leading artificial sweetener brands, with main sweetening agents, 2006
Don' t write off saccharin just yet!
- Figure 18: UK retail sales of artificial sweeteners, by type, by value, 2002-06
New-generation brands fighting for ascendancy
What next?
Potential threats from more natural sweeteners
Is putting artificial sweetener suppliers on the back foot?
Market Share
Sugar
- Figure 19: Brand shares in the UK retail sugar market, by value, 2002-06
Leading brands losing ground
Sweet success for Billington' s
Low-calorie sugars
- Figure 20: Brand shares in the UK retail light sugars market, 2006
Silver Spoon developing the market
Artificial sweetener
- Figure 21: Brand shares in the UK retail artificial sweetener market, 2002-06
Splenda continues to gain share
Companies and Products
Company profiles
The Silver Spoon Company
Tate & Lyle
McNeil Nutritionals
Napier Brown Foods
Merisant
Hermes Sweeteners
Reckitt Benckiser
Danisco
Trade Aid
Brand Communication and Promotion
- Figure 22: Main monitored media advertising expenditure on sugar and artificial sweeteners, 2002-06*
Different pictures
Not a lot happening for sugar
- Figure 23: Main monitored media spend for sugar, by advertiser, 2002-06*
The Splenda effect
- Figure 24: Main monitored media spend for artifical sweetener, by advertiser, 2002-06*
Seasonality
- Figure 25: Main monitored media spend, by quarter, 2005
New Year resolutions
Channels to Market
Sugar
- Figure 26: UK retail sales of sugar, by outlet type, 2002-06
Artificial sweetener
- Figure 27: UK retail sales of artificial sweetener, by outlet type, 2002-06
The Consumer -- Sugar: Usage and Frequency
- Figure 28: Usage of sugar by occasion, October 2006
Hot drinks need sugar
Older AB consumers use sugar to cook/home bake...
- Figure 29: Usage of sugar, by socio-economic status, October 2006
...as do women...
- Figure 30: Propensity to use sugar in homebaking, by gender, age and lifestage, October 2006
Younger consumers use sugar on cereals and in hot drinks...
- Figure 31: Usage of sugar in hot drinks and cereals, by age, October 2006
Opportunities for growth in declining markets
Cereals are a bit different
Children are a key determinant
- Figure 32: Usage of sugar by occasion, by presence of own children in household, October 2006
A little ... but often
Home bakers are the lightest users
Sugar users use hot drinks most frequently
Daily sugar users most likely to use in on sugar cereal
Frequency of usage
Figure 34: Frequency of usage, October 2006
Frequency of usage is dependent on usage occasion
- Figure 35: Frequency of usage by gender, age and socio-economic status, October 2006
Once a week or less
Daily/twice three times a day
Motivations for not using sugar
Figure 36: reasons for not eating sugar, October 2006
But health reasons do play a part
Non-users prefer natural rather than artificial sweeteners
Consumer 2 -- Artificial Sweeteners: Who -- Usage and Frequency?
Artificial sweeteners
Figure 37: Usage of artificial sweeteners in the last 12 months, 2002-06
More people using sweeteners
Over-55s are the key user groups for artificial sweeteners
- Figure 38: Usage of artificial sweeteners in the last 12 months, by gender, age, and socio-economic status, 2006
DEs are the heaviest users...
ABs are the lighter users, despite their health concerns
Women are the key target audience for artificial sweeteners
Targeting new mothers with Bounty packs
- Figure 39: Attitudes towards health, slimming, sugar avoidance and artifical sweetener usage, by presence of children in household, 2006
Locking them into the brand
The relationship between sugar and sweeteners
- Figure 40: Usage of artificial sweeteners, by agreement with the statement ' I avoid sugar' , 2006
Dual usage...
...not a complete replacement
Usage by slimmers
- Figure 41: Usage of artificial sweeteners in the last 12 months, by adults who are trying to slim, 2006 (column %)
Dieting is an important motivation
Medium users are most likely to be slimmers
Help for the obese
- Figure 42: Usage of artificial sweeteners in the last 12 months, by BMI segments, 2006 (column %)
Which other consumer groups use artificial sweeteners?
Hot drink usage
- Figure 43: Usage of artificial sweeteners, by consumption of hot drinks in the last 12 months, 2006 (row %)
Coffee users are most likely to use artificial sweeteners
Breakfast cereal
- Figure 44: Usage of artificial sweeteners by consumption of breakfast cereal in the last 12 months, 2006 (row %)
Hot breakfast cereal eaters use the most artificial sweeteners
Changing their diets, but not using sweeteners
- Figure 45: Usage of artificial sweeteners in the last 12 months, by agreement with selected lifestyle statements on diet & health, 2006
Healthy eating versus slimming
Appendix
Introduction
Advertising data
Abbreviations
Internal market environment
Hot drinks
Situation is on-going
Heavy users declining
- Figure 51: Weight of usage for coffee, tea, milk drinks (including chocolate & cocoa), 2002-06
Those that do consume are cutting back
Sugar avoidance, by consumption of hot drinks
- Figure 52: Agreement with the statement ' I avoid sugar' , by consumption of hot drinks in the last 12 months, 2006
Tea preferred to coffee by sugar users
Cereals -- Weight of usage declining
- Figure 53: Usage of breakfast cereals by type, 2002-06
Some like it hot
Sugar avoidance
- Figure 54: Agreement with the statement ' I avoid sugar' , by consumption of breakfast cereal in the last 12 months, 2006
Rising health and slimming concerns
- Figure 55: Adults who are trying to slim, 2002-06
- Figure 56: Agreement with selected lifestyle statements on diet & health, 2002-06
Overweight and obese and more likely to avoid sugar
- Figure 57: Agreement with the statement ' I avoid sugar' , by BMI segments, 2006
But most are still consuming sugar
Rise in diabetes
- Figure 58: The number of people with diabetes in the UK, 1996-2010
External market environment
- Figure 59: Agreement with selected lifestyle statements, by demographic sub-group, 2006
- Figure 60: Adults who are trying to slim, by demographic sub-group, 2006
- Figure 61: Agreement with the statement ' I avoid sugar' , by demographic sub-group, 2002
- Figure 62: Agreement with the statements ' It' s worth paying more for organic food' and ' I buy fair trade products when available' , by demographic sub-group, 2006
- Figure 63: Agreement with the statement ' I avoid sugar' , by demographic sub-group, 2006
Brand Communication and Promotion
Sugar
- Figure 64: Main monitored media spend on sugar, by advertisers, 2002-06
Artificial sweeteners
- Figure 65: Main monitored media spend on artificial sweeteners, by advertisers, 2002-06
Consumer 1 -- Detailed Demographics
Usage occasions
- Figure 66: Usage of sugar by occasion, by detailed demographics, October 2006
Frequency of usage
Figure 67: frequency of usage by detailed demographics, October 2006
Key take-outs
A daily fix
Younger consumers stick to once a day
Affluent groups are lighter users
Consumer 2 -- Detailed Demographics
Artificial sweeteners
- Figure 68: Usage of artificial sweeteners in the last 12 months, by demographic sub-group, 2006
Consumer 3 -- Detailed Demographics
- Figure 69: Attitudes towards sugar compared to artficial sweetener, by detailed demographics, September 2006
- Figure 70: Attitudes towards sugar compared to artificial sweeteners, by detailed demographics, September 2006